Survey: Reducing Advertising in Recession is Mistake

A new survey out says more than 48% of US adults believe that a lack of advertising during a recession indicates a business is struggling.

The survey also reports that "a large majority of consumers think businesses that continue to advertise are competitive and/or committed to doing business."

The research study by Ad-ology determined to uncover whether stopping advertising during a recession could harm a business.

Read the full report here.

If you'd like a FREE audio CD on how to develop your Dominant Selling Idea or DSI, just e mail me here.

Flip Flop Frenzy

So you want traffic in your store? Then, offer an outrageous offer that consumers can't resist. You might get a crowd like Old Navy did over Memorial Day weekend with their $1 Flip Flop sale. Go with me as we investigate how a strong offer can immediately generate store traffic.

Don't Get Cooked In The Squat

If you are waiting for "something" before you start your next advertising campaign, you need to watch this.

Don't get cooked in the squat.

The KFC Blunder

What can we learn from the recent KFC Free Grilled Chicken failed promotion?

If you haven't heard, KFC in cooperation with Oprah Winfrey offered two free pieces of their all new grilled chicken, two sides and a biscuit. KFC was overwhelmed and pulled the plug on the promotion because they couldn't meet the demand.

Read about it here.

The KFC brand is now experiencing a brand backlash. Many coupon holders were unable to redeem their FREE offer.

And to make matters worse, KFC's president has gone on You Tube to offer an apology further damaging the brand.



Eaton says "Everyone wants to get the great taste of our new product, so we can't redeem your free coupon at this time."

What? You offer me a FREE coupon, then you can't redeem it? What knuckle brain came up with that?

Brand watchers say that this little stunt has negatively affected KFC's brand.

I say there are several lessons we can learn from this act of marketing lunacy.

Lesson #1: Don't offer something you can't fulfill. While some in my immediate circle think this was a well orchestrated ploy, I respectfully disagree. This was a bungled promotion that was not well planned or executed.

Lesson #2: Make sure everyone is on the same page. I heard from one of my colleagues who went into a KFC last week during the promotion. He said the KFC employees were getting short with customers. They were not all familiar with the workings of the promotion. Frustration ran rampant among customers and employees.

Lesson #3: Don't underestimate the power of social media. KFC projected response based on Oprah Winfrey's audience numbers. They did not anticipate the viral effect that social media can have on an attractive advertising offer. Advertising today is not like advertising was years ago. You have to account for the viral effect.

I'm sure there are many other lessons that we'll glean over time and this will undoubtedly become a marketing case study to be studied along the lines of New Coke for years to come.

I'm reminded of what one of my colleagues said this morning, "Anyone can give it away."

Will KFC's new product roll-out survive this stunt? Time will only tell.

All in all, I think this was a good idea but it was poorly executed.

Do you agree or disagree? What say you?

What Pain Is Your Customer In?

So you've decided you need to increase your business with your advertising. You've bought the time. Now what?

How do you develop a campaign that WILL get results?

Think about PAIN.

What pain is your customer trying to eliminate just prior to doing business with you?

Then, focus your entire message towards solving that pain.

I've got a varicose vein clinic that focuses on ugly, bulging veins with the idea that you can finally wear shorts again without embarassment.

Another client of ours highlights getting rid of hairy areas on your body. Now that can definitely be a pain for some.

Focus on the PAIN, then, develop a selling message that will help you with the GAIN.

PAIN = GAIN in the business of solving problems.

How Radio Can Make A Difference in Your Business

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Here's a little story on NPR that says alot about how you can increase your business using radio.

It's the Price Stupid

Do you remember waaaaay back when then candidate Bill Clinton trailed in the race for the presidency? One of his advisers is rumored to have said, "it's the economy stupid."

Focus is key in today's economic environment. And just like it was on that presidential campaign, it's now one thing in retail advertising. "It's the price, stupid."

Not to be crass but it gets the point across.

According to Don "the guru of ads" Fitzgibbons, price is "rearing its green head in categories that have previously been void of any such blatant calls to action."

According to Fitzgibbons, there are 4 natural patterns of growth in any business category:

1. Initial phase
2. Growth phase
3. Maturity phase
4. Death phase

We'll tackle each one of these individually in future blogs. But for now, begin thinking this thought ... those who advertise price in a slow economy will be the first ones to grow sales.

My good friend and advertiser, Jake Bullard, understands this. That's why he's been one of the first in his category to offer a $600 upgrade just for mentioning his campaign.

It's working. I talked with Jake a couple of days ago and he shared that we have produced 130 quality leads since January 5th of this year -- far outpacing any other advertising source he's using.

Will you be brave?

Will you step out and be the first to advertise price in your business category?

If you get up the nerve, give me a call.

I always say the first one to pee in the pool owns it.

Wanna go swimming?